Agency Network: 
March 2011
Gold's Gym:  Donuts


Print advertisement created by Bleublancrouge, Canada for Gold's Gym, within the category: Recreation, Leisure.

Advertising Agency: Bleublancrouge, Montreal, Canada
Creative Director: Gaetan Namouric
Art Director: Sebastien Deland
Client Services: Anne Gouin
Photographer: Alain Desjean
Retouchers: Claude Lafrance, Gabriel Carbonneau
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Highest Rated

Boxey's picture

I don't get it.

Activity Score 8847
Melaleuca In-House
jackmancer2017's picture

Well I wonder, what is the first step that most people take for losing weight, taking a healthy diet or going to a gym? I suppose it's the first. But even despite that this ad still communicates pretty well, although a bit of copy wouldn't hurt. We (visitors of AotW) tend to like abstract ads, not sure if the regular reader will fully understand this quickly enough before turning the page.

Activity Score 6950
Copywriter at Editor/Student
morse's picture

Fantastic photography!

Activity Score 17897
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

atb2005's picture

I am not a fan of the Gold's Gym campaigns by this agency. I like the old ones by Jotabequ, Costa Rica, which were funny and eye catching.

Activity Score 13489
Tommy G.'s picture

Great set of photos

Tommy G.
Activity Score 883
Graphic Designer at Job seeking
Lüerzers's picture

This is an example of ads that bet on craft more than on real insights. Playing with words should be forbidden nowadays on advertising.

Activity Score 108
Archive Magazine |

Don't let it go to your head.
L.A.O.S -

Billybell's picture

really agree!!!!

Activity Score 367
Art Director
Boxey's picture

I don't get it.

Activity Score 8847
Melaleuca In-House
ace85le's picture

It's "burn fat."

Activity Score 3933
Marketing Manager |


Brand Design | Logo Design | Brochure Design | Website Design | Branding Packages

Nicolas 123's picture


Nicolas 123
Activity Score 51
Graphic Designer
arthor's picture

earth shattering art direction

Activity Score 507
Helmet Chrome's picture


Helmet Chrome
Activity Score 254
Art Director
createwitty's picture

nice illustration...not a great insight..but delivers the message perfectly...agree wid jackmancer, a headline wudnt hav hurt...overall quite neat..

Activity Score 204
ace85le's picture

Love the look & feel. But I agree that a bit of copy would be better.

Activity Score 3933
Marketing Manager |


Brand Design | Logo Design | Brochure Design | Website Design | Branding Packages

Molecule's picture

the image IS the headline in this case, and there is nothing wrong with playing with words.

Activity Score 429
lspyle's picture

yeah I wasn't sure I got it right away either...the closest I came before reading the comments was "burn off the doughnuts (at Gold's Gym)"

Activity Score 4
Graphic Designer
arthref's picture

awesome idea, horrible art.
more than a burnt doughnut, it looks like a dog shit...

Activity Score 3
Art Director at Ogilvy Istanbul
iwannatalktosamson's picture

From someone who's worked on this account, I can say this is an incredible idea.

Activity Score 679
Jamaica Ad School
JJ Bukit's picture

Exactly the same idea:

Photographer ad published on Luerzer's Archive Mag 2 months ago:

JJ Bukit
Activity Score 17
Art Director
JJ Bukit's picture

It's on the web: , and then click: english

JJ Bukit
Activity Score 17
Art Director
Re Dator's picture

definitely, that ad would not be approved in Brazil. At least not the donut.
Here, "burning the donut" is a very popular expression that means ... well, I think you know what it means

Re Dator
Activity Score 28
Copywriter at Trade Mkt
JJ Bukit's picture

hahaha...burning the ad for lubrificant gel! That's a different idea...haha

JJ Bukit
Activity Score 17
Art Director
Caribou's picture

Love it.

Activity Score 6
Copywriter at Montreal / Paris / Marseilles
soryana's picture

great idea, but for me the photo which appeared in the ad is not clear like the old one

Activity Score 155
Administrative |


Glut's picture


Activity Score 3907
Public Relations at Glut. Ideas Boutique.
Sébastien Heinz's picture

Sébastien Deland est un king du Copycat ! PLAGIAT, PLAGIAT.

Sébastien Heinz
Activity Score 24
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